McDonald's has removed a Christmas commercial produced using AI after receiving significant criticism on social media.
The short film was produced with the help of AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the advert. Many called it "uncanny" and "awkwardly stitched together".
"This experience is an key learning as we explore the proper use of Artificial Intelligence," said a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that might go awry over the Christmas break, with the slogan "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that include AI tools have emerged as a rising trend among prominent corporations, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos created with current AI video tools are prone to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative industry, with some commenters noting it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a significant "favorable response" from viewers.
However, other businesses have likewise received criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The situation illustrates the evolving conversation within the advertising and production industries about the balance between new tools and audience reception.
